As the world transitions to a digital space, social media giants appear to be exploring ways to take advantage of the explosive growth of blockchain technology and non-fungible tokens (NFTs). Major platforms such as Spotify and Twitter are leading the way in digitally collecting content, and allowing users to actively engage more with the platform.

Spotify, the world's largest music streaming service, has begun pushing the idea of users collecting music tracks as digital assets, and is currently in the process of adding blockchain-based technology and NFTs to their streaming service in order to maximize user engagement. In March of this year, the company launched two job postings, indicating the potential of Web3, a blockchain-powered network that could challenge the hegemony of Big Tech.

On the other hand, Twitter's revealing of bookmarks – letting users view the amount of saved tweets made by others – points to a blockchain-based option on the site, allowing content to be shared more easily. Similarly, their partnership with eToro enables users to trade stocks and cryptocurrency directly on the platform.

The popularity of NFTs in the past year, mainly for visual artworks, games and mainly collectibles, have showed the popularity of collecting digital goods. Musicians, from long-time artists like Snoop Dogg and Steve Aoki to genre-benders like Kings of Leon and Grimes, have taken full advantage of the asset type to boost their personal earnings.

Thanks to platforms such as Spotify and Twitter, the era of merely “liking” and “hearting” content is slowly phasing out in favor for actively collecting it. Social media sites are likely to attempt to monetize this by incentivizing users to collect digital products, and this could be exemplified by the already implemented Xiaohongshu site. For now, the digital revolution is no longer merely searching for the perfect song or tweet – but collecting them



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